Highlighting Great Creative Strategy: “It’s Not Delivery. It’s DiGiorno!”

Highlighting Great Creative Strategy: “It’s Not Delivery. It’s DiGiorno!”

DiGiorno is the only brand that has successfully blurred the line between delivery and grocery-bought pizza, thanks to an advertising slogan that has been used since shortly after the brand launched in 1996.

Word association time: what comes to mind when you think of delivery pizza? Besides top brand names like Domino’s, Pizza Hut, and Papa John’s, there’s also “couch,” “movie night,” “phone order” and “too lazy to cook.”

Now what comes to mind when you think of frozen pizza? Maybe “cardboard,” “bad sauce,” “chemical cheese,” and “2 a.m. dorm room dinner fail.” And you might get some brand names like Totino’s, Tombstone, California Pizza Kitchen rising top-of-mind too.

But only one brand has successfully blurred the line between delivery and grocery-bought pizza, thanks to an advertising slogan that has been used since shortly after the brand launched in 1996:

“It’s Not Delivery. It’s DiGiorno.”

That tagline, used in association with a TV campaign that featured pizza lovers confusing it with their favorite takeout brand, may explain why DiGiorno is now the market leader in frozen pizza with 22 percent share and nearly $700 million in annual sales (http://adage.com/article/news/digiorno-tombstone-freschetta-pizza-hut-domino-s/149407/).

It also highlights why Nestlé USA bought the DiGiorno brand from Kraft Foods in 2010; so it could leverage that market strength for its plan to bundle the pizzas with chicken wings and cookies, a direct shot across the doughy bows of Domino’s and Papa John’s. And that longstanding tagline provides the foundation for DiGiorno’s latest marketing blitz: “The Law of Pizzaplicity,” highlighting in challenging economic times the advantages of buying its brand vs. ordering more expensive delivery pizzas.

What other frozen pizza brand would dare to take the fight directly to the big delivery pizza chains? DiGiorno’s has only relied on one celebrity—loud ESPN sportscaster Dick Vitale—to shout the praises of its pizza. It really doesn’t need star power when it long ago erased many negative connotations involving its brand of frozen pizza.

DiGiorno’s recipe combination of crust, sauce, cheese and meat do enough to put consumers in mind of anticipating the doorbell and seeing a uniformed delivery guy slide out a still-hot greasy cardboard box from a carrier.

Another key difference with “It’s Not Delivery. It’s DiGiorno?” Not having to worry about what to tip that delivery guy.

CI-Group, a New Jersey advertising agency, provides digital marketing and advertising consulting to Fortune 2000 companies in a wide range of industries. Founded nearly 30 years ago and based in Whitehouse, N.J., CI-Group is recognized as a top advertising agency specializing in marketing strategies, event marketing, promotions, direct marketing, digital printing, warehousing and fulfillment. Companies seeking an award-winning interactive agency that merges creative strategies with effective tactics should call 908-534-6100 or visit www.ci-group.com.

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